Cox Marine Distributor Spotlight: Boatswain’s Locker

Our distributor network is vital to our success as a global OEM business. When we began our journey back in 2007, a mere seven employees worked on the design and development of the CXO300. Today, we have a strong workforce of 150 employees at our Headquarters in Shoreham, UK, and a network of 24 distributors across the globe.

One of our first distributors to join our network was California-based Boatswain’s Locker. We caught up with lance Henrichsen, Sales Director at Boatswain’s Locker, to discuss their journey working with Cox, his predictions on the market, and what the future looks like for the marine industry.

How long has Boatswain’s Locker been operating?

Boatswain’s Locker has been in operation since 1939. Since then, the business has evolved from a boatyard and marine store to a multiline distributor of marine power equipment and related products.

You were one of our first distributors to join the distribution network. How have you seen the business grow during this time? 

Over the last few years, watching Cox Marine progress with its journey from a small start-up OEM to successfully bringing a high-powered 300hp diesel outboard to the market has been exciting.

It has been a great experience to present the CXO300 outboard to our customers and represent the brand at boat shows. The recognition the brand and the product have been receiving has increased over time, and we are really looking forward to delivering units to boat builders and end users who are keen to receive their engines.

What territory does Boatswain’s Locker cover for Cox Marine?

We cover The Pacific Coast of North America including Alaska, British Columbia, Washington, Oregon, Hawaii, and our home state of California.

Tell us about your facilities and what goes on there.

Boatswain’s Locker’s operations include support of existing products through parts support and an experienced field service team who conduct training for our expansive dealer network and end users in our local community.

What has the market been like in recent months?

The demand for recreational boating has continued to sit at its post-COVID high. Recreational boat owners have seen boating as a beneficial way to spend time with families. It provides a safe alternative to travel, as well as being able to enjoy each other’s company safely outdoors.

How have you seen the marine industry change over the decades?

Over the years, there has been a trend in the transition to outboards from inboards. There was a significant trend with the smaller engines, but with outboard technology increasing in power, there has been a shift in the more powerful outboards, with outboards dominating the sub 400 horsepower market.

Where do you think the future of marine is going?

As time moves on, there will be a continual push towards the transition to outboards rather than inboards. We will also start to see increased development of hybrid and electric technologies much like the automotive industry.

Do you predict a higher demand for diesel outboards in the next few years?

We certainly do, so we are very excited to represent Cox Marine through this exciting time of product innovation and introduction. There is a huge market opportunity for diesel outboards to continue to grow for years to come and we expect to see Cox Marine being the leading engineering business for this.

What new technologies do you hope to see in marine over the next 5-10 years?

We expect to see a broader offering of diesel outboards to meet the demands of the boating market. We also hope to see innovation around emissions for combustion engines, as well as the introduction of more electric and hybrid options for vessel power.

How does the market receive the CXO300?

We have already experienced a great reception of the CXO300. It clearly fills a current void in the market for an engine that has the ease of an outboard with the reliability, fuel efficiency and fuel safety of a diesel.

You cover a large area; what are your plans to ensure all your customers receive efficient customer service?

We are partnering with established organisations throughout our territory, including boat yards, marine repair facilities and boat builders to join our Cox Marine Dealer network. Our team will support you with in-depth training on the CXO300 outboard and ensure they understand the importance of excellent customer service. We will also be on call to support these local dealer businesses with whatever is needed.

How much involvement do you have with the customer once they have received their outboard?

Once the customer has received their outboard, we hope that there are no issues. However, if the customer requires service or technical support, we will work with the local Cox Dealer to resolve the issue expeditiously and if needed dispatch part of our service team to support onsite.

If you are based in Boatswain’s Locker’s territory and would like a demonstration of the CXO300, please reach out to the team at Boatswain’s Locker on

… or head to the Dealer Directory to find your local distributor